Sheree Barrett-Lennard (lead image) is the managing director and chief content officer at content marketing agency Reeton Media. In this guest post, Barrett-Lennard offers top tips to ensure your brand’s story is just not more white noise…
Arianna Huffington once said, “People think in stories, not statistics, and marketers need to be master storytellers.”
Storytelling is a strategy being employed by some of the world’s fastest growing companies who are finding it an effective way to cut through the overwhelming volume of marketing messages bombarding consumers, and reach and engage with their customers on a deeper level.
According to research by Headstream, if people love a brand story, 55 per cent are more likely to buy the product, 44 per cent will share the story, and 15 per cent will immediately purchase the product.
But the stories behind brands can’t just add to the white noise.
Brand storytelling requires an engaging narrative that produces a meaningful connection with your existing or potential customers. It needs to be impactful. Good storytelling invites customers into your world and creates opportunities for them to relate to the brand.
Stories that are authentic, inspirational and engaging have the power to build a strong connection with audiences and influence their thinking. In fact, effective storytelling can boost a brand’s conversion rate by 30 percent, reports Search Engine Watch.
It’s important to seek relatable, authentic stories that can inspire and connect with your audience. Then you need to consider the right medium to tell it and that involves looking at all relevant platforms. This will help you find the most engaging way to present your story to your audience.
Take global design juggernaut Canva, who is successfully discovering new ways of connecting to their audience through storytelling, largely by sharing success stories of small businesses and entrepreneurs in their community. These first-hand personal accounts, tell stories about the ways in which the company is transforming the lives of others – and in turn inspiring new Canva users to have confidence in the brand and product through the positive stories of others in the Canva community.
So where should you start with your brand’s story? Think about personalising the story behind the brand, your ethos, and your people (everyone from the founder or CEO to an intern). What is your brand doing that matters and how are you improving the lives of your customers?
Top tips for SMEs: how to master brand storytelling
* Consider your brand’s history, vision, values and mission. Reflect on successes, as well as challenges – tell the story behind the brand without too much gloss.
* Establish a consistent tone of voice for all your brand’s messaging. Your brand should sound like one human, as opposed to a faceless corporate entity with conflicting, inconsistent voices.
* Be authentic. Authenticity builds trust between your brand and customers, and is the key to growing your audience and customer base.
The BBC’s buttoned-up and respectable image took a bashing this year after star presenter Huw Edwards was found to be paying for sexual imagery of a young person. And now this image is taking a very different bashing in the form of a middle finger. I’m sure most of us (aside from B&T journalists) have […]
Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]
The Foxtel Group has announced exclusive, multi-year rights extensions with the cricket boards of South Africa, England and India, cementing its position as the home of an unrivalled line-up of local and international cricket in Australia. The long-term deals will see all competitions and all Australian men’s and women’s Test, One Day International (ODI) and […]
News Corp Australia has released a special one-off Taylor Swift magazine in time for Christmas and her Australian tour kicking off in February 2024. The 100-page gloss publication, produced by the in-house content marketing agency Suddenly, is a celebration of Taylor Swift’s songs, career and life. It has everything people need to know about The […]
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]
wildbean cafe has launched a major new brand platform across Australia and New Zealand via Ogilvy, in a bid to re-engage Kiwis and introduce Aussies to its great selection of barista-made coffee and food. Spearheaded by a major trans-Tasman campaign using the tagline ‘Drives you Cravey’, it is the first-ever through-the-line brand activity for wildbean […]
UnLtd, the social impact organisation of the media, marketing and advertising sector has announced key personnel changes as the organisation plans for its next chapter of growth and innovation in support of at-risk young people. Chris Freel (lead image), CEO of UnLtd, will be leaving the organisation in February 2024, having led UnLtd since 2017. […]
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Reddit’s annual Recap report has revealed the issues and moments that captured Australia’s collective mind over 2023 with, naturally, the Matildas featuring high on the list. The inaugural Australia-hosted Women’s World Cup saw Aussies glued to the footy (or, indeed soccer) with one enterprising user capturing the moment that Cortnee Vine scored the winner against […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Spikes Asia has revealed its 2024 Jury line-up today. The 93 industry experts from across 18 markets represent APAC’s leading talent from a diverse range of disciplines. 2024 sees the highest representation from brands, including Budweiser, Procter & Gamble, Unilever and, for the first time, Adidas, AXA Asia, Burger King, FWD Insurance, PepsiCo, Suntory and […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]
Following a period of significant client growth, leading auto marketing agency, DBC2 has appointed Jason Fisher (lead image) to the newly created role of CEO. The appointment is part of DBC2’s long term growth strategy ahead of the agency announcing a brand refresh and expanded proposition in early-2024. As a new shareholder of the business, […]